HomeMy WebLinkAbout7.c. VLMDAC Event Strategy and Spend
o The VLMDAC encourages the CSE to consider the following during 2016 funding allocations
o Overall brand fit
o Driving overnight guests (Destination and Front Range)
o Demographic fit
o Timing – need periods midweek & shoulder season: Optimize the calendar
o Sponsorships – current & potential – for leverage
o Marketing strength
o c
Event Strategies
VLMDAC Event Spend/Value
$110,000
$40,000
$15,000
$47,600
$10,000 $5,000
$227,600
$2,500 $22,500 $42,500 $62,500 $82,500 $102,500 $122,500 $142,500 $162,500 $182,500 $202,500 $222,500 $242,500
o Vail Mountain (VR) CRM/ Email Marketing:
•Email communications that promote summer events are sent to Vail Mountains entire database, including both
a destination and in-state audience, are sent once per month from April through September.
o Vail Mountain Social Media:
•Social posts promoting upcoming events, as well as featuring aspects of events while they are happening are
promoted on all Vail social media channels (Twitter, Instagram and Facebook).
o Vail.com:
•Summer Events are featured prominently on the homepage of Vail.com throughout the summer season.
•Guests are directed to a centralized Events page (http://www.vail.com/events/events-home.aspx) on Vail.com
through social media channels and email communications.
VLMDAC Event Spend